--- title: "Brilliant Earth vs Tiffany & Co.: Which is searched more in the United States?" description: "Is Brilliant Earth or Tiffany & Co. more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Jewelry retailers set in the United States. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/us/compare/brilliant-earth-vs-tiffany-and-co" publisher: "Brandwave" --- # Brilliant Earth vs Tiffany & Co.: Which is searched more in the United States? Is Brilliant Earth or Tiffany & Co. more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Jewelry retailers set in the United States. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Brilliant Earth and Tiffany & Co. - **Competitive set**: Jewelry retailers - **Market**: United States - **Month measured**: Sep 2026 - **Brilliant Earth Share of Search**: 10.5% - **Tiffany & Co. Share of Search**: 19.1% ## Is Brilliant Earth or Tiffany & Co. more popular in search? - In September 2026, Tiffany & Co. had more branded searches than Brilliant Earth among jewelry retailers in the United States. Tiffany & Co. had about 550,000 branded searches, while Brilliant Earth had 301,000. Tiffany & Co. made up 19.1% of all jewelry retailer searches we track, and Brilliant Earth accounted for 10.5%. - Tiffany & Co. was ahead of Brilliant Earth in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Brilliant Earth’s share of searches among jewelry retailers in the United States moved from 9.5% to 10.5%, and its estimated monthly branded searches held steady at 301K. - Across the 12 months ending September 2026, Tiffany & Co.’s share of searches among jewelry retailers in the United States moved from 17.4% to 19.1%, and its estimated monthly branded searches held steady at 550K. ## Top jewelry retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Brilliant Earth and Tiffany & Co. were each mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Brilliant Earth was listed before Tiffany & Co. in two out of three answers that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Blue Nile | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Tiffany & Co. | 2nd | 2 of 3 | 1 of 1 | 3 of 4 | | Brilliant Earth | 3rd | 2 of 3 | 1 of 1 | 3 of 4 | | Rare Carat | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | Kay Jewelers | 5th | 0 of 3 | 1 of 1 | 1 of 4 | | Zales | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Jared | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Helzberg Diamonds | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about jewelry retailers - Asked ChatGPT "Where should I buy an engagement ring in the US?": 1. Rare Carat, 2. Blue Nile, 3. Brilliant Earth, 4. Tiffany & Co. - Asked ChatGPT "What are the best jewelry stores in the US?": 1. Tiffany & Co., 2. Blue Nile, 3. Brilliant Earth - Asked ChatGPT "Which jewelry store in the US has the best value on diamonds?": 1. Blue Nile, 2. Rare Carat - Searched Google, AI Overview "engagement rings": 1. Kay Jewelers, 2. Brilliant Earth, 3. Tiffany & Co. Not named in any answer: Zales, Jared and Helzberg Diamonds. Brands are listed in the order each answer named them. The answers were collected in United States on October 22, 2026. ## How did search popularity change for United States jewelry retailers in September 2026? - In September 2026, Tiffany & Co. gained share of searches among jewelry retailers in the United States, from 18.6% to 19.1%. ## Month by month | Month | Brilliant Earth estimated searches | Brilliant Earth Share of Search | Brilliant Earth rank | Tiffany & Co. estimated searches | Tiffany & Co. Share of Search | Tiffany & Co. rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 301K | 9.5% | 4 | 550K | 17.4% | 2 | | Nov 2025 | 368K | 7.8% | 4 | 823K | 17.4% | 2 | | Dec 2025 | 368K | 5.9% | 5 | 1M | 16.1% | 2 | | Jan 2026 | 368K | 9.6% | 4 | 673K | 17.5% | 2 | | Feb 2026 | 301K | 8.3% | 4 | 550K | 15.1% | 2 | | Mar 2026 | 301K | 9.6% | 4 | 550K | 17.6% | 2 | | Apr 2026 | 301K | 9% | 4 | 673K | 20.1% | 2 | | May 2026 | 368K | 9.8% | 4 | 673K | 18% | 2 | | Jun 2026 | 301K | 10.3% | 4 | 550K | 18.9% | 2 | | Jul 2026 | 301K | 10.2% | 4 | 550K | 18.7% | 2 | | Aug 2026 | 301K | 10.2% | 4 | 550K | 18.6% | 2 | | Sep 2026 | 301K | 10.5% | 4 | 550K | 19.1% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Brilliant Earth’s and Tiffany & Co.’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Brilliant Earth**: Measured on the search term “brilliant earth”. - **Tiffany & Co.**: Measured on the search term “tiffany & co”. - [Brilliant Earth profile](/demand/us/brands/brilliant-earth) - [Tiffany & Co. profile](/demand/us/brands/tiffany-and-co) - [All jewelry retailers in the United States](/demand/us/categories/us-jewelry-retailers): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Brilliant Earth or Tiffany & Co. more popular in search? In September 2026, Tiffany & Co. had more branded searches than Brilliant Earth among jewelry retailers in the United States. Tiffany & Co. had about 550,000 branded searches, while Brilliant Earth had 301,000. Tiffany & Co. made up 19.1% of all jewelry retailer searches we track, and Brilliant Earth accounted for 10.5%. ## Cite this page Brandwave. "Brilliant Earth vs Tiffany & Co.: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/brilliant-earth-vs-tiffany-and-co This page is also available as HTML at https://gobrandwave.com/demand/us/compare/brilliant-earth-vs-tiffany-and-co. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.